Marketing a Funeral Home for Long Term Profitability

This online courses introduces marketing concepts in terms that will allow the funeral service practitioner to apply them in managing a death care business, with the goal of long-term profitability. Funeral service marketing is a balance of public relations, advertising, preneed, and civic activities. Development of a strong brand name is presented as the foundation for long-term success in funeral service; from case studies, funeral directors will learn the attributes of leading funeral firms that can help them commit their firms to excellence and maintaining pace with today's consumers.

Continuing Education Information

This course is currently approved for 3 CE hours by APFSP and most state licensing boards.

As CEO of MKJ Marketing, Glenn H. Gould, III, assists funeral homes and death care industry vendors in establishing marketing and advertising plans. He is recognized for his market research services, having conducted over 700 positioning and prospective trade area studies throughout the U.S. and Canada. In addition to quantitative research studies for funeral homes and cemeteries, Glenn has moderated one-on-one interviews, focus groups, and test panels for Wilbert, Inc., Woodlawn Cemetery, Aurora Casket Company, Fortiss/Stewart Enterprises, the Funeral Service Foundation, Columbian Financial Group, and Keystone Group Holdings.

Glenn's work experience includes executive positions with Bausch & Lomb, General Mills, and the Batesville Casket Division of Hillenbrand Industries. He has consulted to life insurance companies relative to the development of preneed insurance products.

Glenn is a recognized speaker and his articles appear regularly in funeral service publications. His two books, "Deathcare Marketing, 25 FAQ's" and "Funeral Home Marketing-Moving The Bottom Line," have sold thousands of copies, and are in use in mortuary colleges nationally.

Glenn has testified in multiple civil suits between funeral homes as an expert witness, served on the Board of Directors of the Pittsburgh Institute of Mortuary Science and instructed the Small Business Class for the St. Petersburg College, School of Mortuary Sciences.

*State CE approval varies. All NFDA online courses are approved for continuing education by the Academy of Professional Funeral Service Practice (APFSP) and most state licensing boards. Contact your state licensing board or NFDA for specific state CE information.

The fact that NFDA presents this educational material does not denote that NFDA endorses, recommends or supports the opinions expressed by the presenter or author. The content presented is informational only. For specific legal or compliance advice contact your firm's legal counsel. NFDA does not warrant the accuracy of any of the information presented, and NFDA shall not be liable for the actions or inactions of funeral establishment owners, managers or employees in respect to the information presented in this educational product.